KotlerChapter14.docx
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KotlerChapter14.docx
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KotlerChapter14
Chapter14CommunicatingCustomerValue:
IntegratedMarketingCommunicationStrategy
1)Acompany'stotalmarketingcommunicationsmixconsistsofaspecialblendofadvertising,salespromotion,publicrelations,personalselling,anddirect-marketingtoolsthatthecompanyusestocommunicatecustomervalueandbuildcustomerrelationships.Thisisalsocalled________.
A)directmarketing
B)integratedmarketing
C)thepromotionmix
D)competitivemarketing
E)targetmarketing
Answer:
C
Diff:
1PageRef:
402
AACSB:
Communication
Skill:
Concept
Objective:
14-1
2)Whichofthefivemajorpromotiontoolsincludesbuildingupapositivecorporateimageandhandlingunfavorablestoriesandevents?
A)salespromotion
B)personalselling
C)directmarketing
D)publicrelations
E)advertising
Answer:
D
Diff:
2PageRef:
402
AACSB:
Communication
Skill:
Concept
Objective:
14-1
3)Whichmajorpromotioncategorymakesuseofdisplays,discounts,coupons,anddemonstrations?
A)salespromotion
B)directmarketing
C)publicity
D)publicrelations
E)advertising
Answer:
A
Diff:
2PageRef:
403
AACSB:
Communication
Skill:
Concept
Objective:
14-1
4)Thepromotionmixisthecompany'sprimarycommunicationactivity;themarketingmixmustbecoordinatedforthegreatestcommunicationimpact.WhatisNOTincludedintheentiremarketingmix?
A)product
B)competitor
C)price
D)place
E)promotion
Answer:
B
Diff:
2PageRef:
403
Skill:
Concept
Objective:
14-1
5)Mass-mediaadvertisingroutinelyinvolvesacompanyinvestingmillionsorevenbillionsofdollarstoreachtensof________ofcustomerswithasinglead.
A)billions
B)thousands
C)millions
D)hundreds
E)tens
Answer:
C
Diff:
1PageRef:
403
AACSB:
Communication
Skill:
Concept
Objective:
14-2
6)Movingawayfrom________,marketershavebeenshiftingtowardhighlyfocusedmarketing,spawninganewgenerationofmorespecializedandhighlytargetedcommunicationsefforts.
A)massmarketing
B)advertising
C)directmarketing
D)pullstrategies
E)pushstrategies
Answer:
A
Diff:
2PageRef:
403
AACSB:
Communication
Skill:
Concept
Objective:
14-2
7)Inthe"chaosscenario"predictedbysomeadvertisingindustryexperts,theoldmass-mediacommunicationsmodelwillbeabandonedinfavorof________.
A)publicrelations
B)directmarketing
C)pushandpullstrategies
D)thepossibilitiesofnewdigitaltechnologies
E)buzzmarketing
Answer:
D
Diff:
2PageRef:
404
AACSB:
UseofIT
Skill:
Concept
Objective:
14-2
8)Alltoooftencompaniestodayhavefailedto________theirvariouscommunicationschannels,resultinginahodgepodgeofcommunicationstoconsumers.
A)promote
B)rechannel
C)integrate
D)open
E)verify
Answer:
C
Diff:
1PageRef:
405
AACSB:
Communication
Skill:
Concept
Objective:
14-2
9)Advertising,salespromotion,personalselling,publicrelations,anddirectmarketingareall________.
A)communicationschannelsthatshouldbeintegratedundertheconceptofintegratedmarketingcommunications
B)communicationschannelsfocusedmoreonnarrowcastingthanbroadcasting
C)promotionaltoolsusedforpushstrategiesbutnotpullstrategies
D)promotionaltoolsusedforpullstrategiesbutnotpushstrategies
E)promotionaltoolsadaptedforuseinmassmarketing
Answer:
A
Diff:
2PageRef:
405
AACSB:
Communication
Skill:
Concept
Objective:
14-2
10)Integratedmarketingcommunicationsproducesbettercommunications________andgreater________impact.
A)consistency;sales
B)sales;consistency
C)marketing;sales
D)variety;production
E)branding;quality
Answer:
A
Diff:
2PageRef:
407
AACSB:
Communication
Skill:
Concept
Objective:
14-2
11)Integratedmarketingcommunicationsinvolvesidentifyingthetargetaudienceandshapingawell-coordinated________toelicitthedesiredaudienceresponse.
A)pullstrategy
B)pushstrategy
C)promotionalprogram
D)opinionleader
E)targetmarket
Answer:
C
Diff:
2PageRef:
407
AACSB:
Communication
Skill:
Concept
Objective:
14-3
12)WhichofthefollowingisNOToneofthefourmajorcommunicationfunctions?
A)feedback
B)encoding
C)noise
D)response
E)decoding
Answer:
C
Diff:
2PageRef:
408
AACSB:
Communication
Skill:
Concept
Objective:
14-3
13)Aconsumerisreadingamagazinewithanadvertisement,butisdistractedfromreadingtheadvertisementoritskeypoints.Thisunplannedstaticordistortionduringthecommunicationprocessiscalled________.
A)noise
B)distraction
C)feedback
D)response
E)decoding
Answer:
A
Diff:
2PageRef:
409
AACSB:
Communication
Skill:
Concept
Objective:
14-3
14)Marketingcommunicatorsmustbegoodat________messagesthattakeintoaccounthowthetargetaudience________them.
A)delivering;encodes
B)sending;encodes
C)encoding;decodes
D)retrieving;perceives
E)decoding;receives
Answer:
C
Diff:
3PageRef:
409
AACSB:
Communication
Skill:
Concept
Objective:
14-3
15)Inthemodelofbuyer-readinessstages,thefirststageis________.
A)preference
B)knowledge
C)liking
D)awareness
E)insistence
Answer:
D
Diff:
1PageRef:
409
Skill:
Concept
Objective:
14-3
16)Marketersusinghumorintheirmessagesclaimthattheyattractmoreattentionandcreatemoreloyaltyandbeliefinthebrand.Thistypeofmessageiscalleda(n)________appeal.
A)rational
B)structural
C)emotional
D)moral
E)standard
Answer:
C
Diff:
2PageRef:
411
AACSB:
Communication
Skill:
Concept
Objective:
14-3
17)A(n)________argumentisonlylikelytobeeffectivewhentheaudienceishighlyeducatedorlikelytohearopposingclaims,orwhenthecommunicatorhasanegativeassociationtoovercome.
A)two-sided
B)one-sided
C)moral
D)emotional
E)scientific
Answer:
A
Diff:
3PageRef:
412
AACSB:
Communication
Skill:
Concept
Objective:
14-3
18)Communicationthroughthemailiscategorizedasa(n)________communicationchannel.
A)nonpersonal
B)word-of-mouth
C)personal
D)objective
E)inefficient
Answer:
C
Diff:
2PageRef:
412
AACSB:
Communication
Skill:
Concept
19)Vastnumbersofconsumersareawareofyourproduct.Itisnowyourgoaltoenhancepreferenceforyourproduct.Youplantousenonpersonalcommunicationsthroughprintmedia.ThiswillincludeallofthefollowingEXCEPT________.
A)newspapers
B)magazines
C)Internet"chats"
D)directmail
E)catalogs
Answer:
C
Diff:
1PageRef:
413
AACSB:
Communication
Skill:
Concept
Objective:
14-3
20)CompaniesuseallofthefollowingmethodstosettheiradvertisingbudgetEXCEPTthe________.
A)objective-and-taskmethod
B)integratedmethod
C)competitive-paritymethod
D)percentage-of-salesmethod
E)affordablemethod
Answer:
B
Diff:
1PageRef:
415
Skill:
Concept
Objective:
14-4
21)________isthecompany'smostexpensivepromotiontool.
A)Advertising
B)Personalselling
C)Massmedia
D)Publicrelations
E)Publicity
Answer:
B
Diff:
3PageRef:
417
Skill:
Concept
Objective:
14-4
22)Whichpromotionaltoolisdescribedasnonpublic,immediate,customized,andinteractive?
A)segmentedadvertising
B)salespromotion
C)directmarketing
D)brandcontacts
E)publicrelations
Answer:
C
Diff:
2PageRef:
418
AACSB:
Communication
Skill:
Concept
Objective:
14-4
23)Whichofthefollowingwouldbeclassifiedasbait-and-switchadvertising?
A)advertisingacheaperbrandbutonlymakingamoreexpensiveoneavailabletocustomers
B)raisingaproduct'sprices
C)attemptingtochargelessforabrandthanformanufacturers'brands
D)advertisingservicepackagesthatcannotactuallybeprovided
E)favoringcertaincustomersoverothersthroughtradepromotions
Answer:
A
Diff:
2PageRef:
421
AACSB:
EthicalReasoning
Skill:
Concept
Objective:
14-4
24)Acompany'ssalespeopleshouldalwaysfollowtherulesof________.
A)high-pressureselling
B)societalmarketing
C)competition
D)faircompetition
E)cooling-off
Answer:
D
Diff:
2PageRef:
422
AACSB:
EthicalReasoning
Skill:
Concept
Objective:
14-4
25)HarpoEnterprisesmaintainstheOprahWinfreyshow,aWebsite,andOmagazine.BecauseHarpoEnterprisespracticesintegratedmarketingcommunications,thesedifferentbrandcontactsallmaintain________indesignandtone.
A)variety
B)contact
C)consistency
D)creativity
E)convenience
Answer:
C
Diff:
1PageRef:
405
AACSB:
ReflectiveThinking
Skill:
Application
Objective:
14-2
26)AnadforMaybellineage-minimizingmakeupinLadies'HomeJournalmagazinefeaturedactressMelinaKanakaredesandofferedreadersa$1-offcouponwhentheytrythenewmakeup.Intermsofthecommunicationmodel,thesenderofthismessageis________.
A)MelinaKanakaredes
B)Ladies'HomeJournal
C)readerswhoredeemthe$1-offcoupon
D)Maybelline
E)thetargetmarkettowhomMelinaKanakaredesappeals
Answer:
D
Diff:
2PageRef:
408
AACSB:
ReflectiveThinking
Skill:
Application
Objective:
14-3
27)AnadforMaybellineage-minimizingmakeupinLadies'HomeJournalmagazinefeaturedactressMelinaKanakaredesandofferedreadersa$1-offcouponwhentheytrythenewmakeup.Intermsofthecommunicationmodel,themediumofthisadis________.
A)MelinaKanakaredes
B)Ladies'HomeJournal
C)readerswhoredeemthe$1-offcoupon
D)Maybelline
E)thetargetmarkettowhomMelinaKanakaredesappeals
Answer:
B
Diff:
1PageRef:
408
AACSB:
ReflectiveThinking
Skill:
Application
Objective:
14-3
28)Whichofthefollowingrepresent(s)atwo-sidedmessage?
A)Listerinetastesbadtwiceaday.
B)HeinzKetchupisslowgood.
C)Etonicathleticshoesarebuiltsoyoucanlast.
D)AandB
E)noneoftheabove
Answer:
D
Diff:
1PageRef:
412
AACSB:
ReflectiveThinking
Skill:
Application
Objective:
14-3
2
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